Jimmy Choo’s Experiential Milan Fashion Week Presentation: A 3D Goddess, a Real K-pop Star and a Fantasy Backdrop for the New ‘Drop’ Heel
Katie Abel
Executive Editor
Jimmy Choo‘s spring ’24 Milan Fashion Week presentation, held on Friday in a neoclassical palace with Renaissance origins, had a little bit of everything — a 3D goddess, a real K-pop star and a series of experiential rooms.
The five rooms, a collaboration between the brand’s veteran creative director Sandra Choi and interior architect Stéphane Parmentier, each had a distinct feel — from the maze of shoe boxes in the “Avenues” space to the objets d’art in the elegant “Salon” to the whimscal golden bouncy balls and mirrors that provided a fantasy backdrop in the “Drops” space. The final room, the “Palazzo,” embodied the glamour that Jimmy Choo is known for.
“Every room is going to provoke an emotion,” Choi said. “We can do so much, and there’s no boundary in terms of what we can design.”
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Greeting guests as they walked into the first room, called “Reset,” was a sculptural goddess, reimagined through 3D printing. (Naturally, she wore Jimmy Choo shoes and carried several of the brand’s bags.)
It was here that Choi posed for photos with the label’s new ambassador, K-Pop sensation Mi-Yeon of (G)I-DLE, who created a stir when she arrived at the presentation.
When it came to the shoes and accessories, Choi wanted them to be “conversation pieces.”
“They allow us to add a touch of fantasy to our everyday. They invite us to dream,” the creative director said.
There was a big focus on the Drop heel — designed to evoke fluidity with its rounded tip. The heel, first introduced last season, was the focal point of a minimal sandal, and also showed up on a patent pump, slingback and mule. “It came from this idea of making something that is very sexy and feminine,” Choi said.
The zigzag “Avenue” motif – used as quilting across shoes and handbags — made a statement on the boot of the season, with a wedge heel and sharply pointed toe. Sandals played up chromatic contrasts, with combinations like sky and navy blue.
Jewelry shoes — a Choo signature — also made a glittery appearance, including a sandal decked out with an oversized pearl and pavé crystal bauble ankle adornment.
